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Mobile Marketing is a Rapidly Growing Sector Provided that the Brands, Agencies, and Marketers Use this Opportunity to Connect With Consumers beyond Traditional and Digital Media

Mobile advertising is a rapidly growing sector provided that the brands, agencies, and marketers use this opportunity to connect with consumers beyond traditional and digital media. Since mobile phone is an extremely personal device and typically has one unique user, it makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media.

The market involves a large number of vendors providing dedicated solutions, such as SAP SE (Germany), IBM (New York), AT&T (Texas), Salesforce (California), Adobe Systems (California), Oracle (California), SAS (North Carolina), Mobivity Holdings (California), Salmat (Australia) and Vibes Media (Chicago). Players in this market have adopted various strategies to expand their global presence and increase their market shares. Partnerships, agreements, collaborations, joint ventures, mergers, acquisitions, expansions, and new product launches are some of the major strategies adopted by the market players to achieve growth in the mobile marketing market. New product launches and enhancements were the key strategies adopted by the industry players to achieve growth in the market.

AT&T has become a distinguished global player in the provision of communications services, IT solutions, and services across a wide range of industry verticals. The top priorities of the company have been customer satisfaction, regional expansion, and flawlessly endeavour to enlarge and expand its product offerings, and it has adopted acquisitions as its prime strategy to supplement it. The company has broadly been working towards progressions across its diverse business segments, so as to expand its managed mobility services. The company offers MMS solutions in different variants such as cloud-based, hosted, and on-premises solutions through cohesive collaboration with Airwatch, SAP, Good Technology, MobileIron. Moreover, it has extensively considered partnerships as one of growth strategies, so as to offer upgraded product offering leveraging its collaborations along with strengthening its market presence specifically in the Americas. For instance, it partnered with Vanity and Sonim Technologies. The partnership with Vanity aims to introduce mobile payments solutions to AT&T’s 3 million customers. With Sonim Technologies as its partner, AT&T launched Sonim XP5 and is the first carrier to offer the device. The XP5 is optimized for AT&T Enhanced Push-to-Talk3 so that mobile workers can communicate quickly and be productive.

Oracle is one of the largest providers of enterprise software and a leading provider of computer hardware products and services. Oracle’s mobile marketing solutions offer compatibility with Oracle’s Marketing Cloud, which is an added advantage to the whole marketing and advertising package. Oracle’s focus continues to be in-house growth and persistent innovation in hardware, software, and services. Oracle aims to expand its customer base through geographical expansion and acquisition. The acquisition of Responsys and Maxymiser extends Oracle Marketing Cloud leadership in the market. Oracle also acquired a small technology company specializing in push notifications on mobile devices and desktops. The company needs to market out its products more aggressively for better customer response along with greater sales volume. Oracle’s brand image in the market has been working in favor of the company to establish an influential market presence in the mobile marketing and advertising space.

The global mobile marketing market is expected to grow from USD 28.63 Billion in 2016 to USD 98.85 Billion by 2021, at a Compound Annual Growth Rate (CAGR) of 28.1%.